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In the corporate communications function, crisis management comes with the territory. But with the rise of social media, the communications landscape has changed, introducing new players and parameters into situations. This document provides a simple flow diagram that people and organisations can use in developing their own methods in addressing negative online comments and posts.
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Social media makes crisis communications and reputation management more complex - whilst at the same time offering anopportunity to improve an organization’s response strategy. This is a simple work flow to help communications professionals incorporate social media and digital communications into their crisis comms planning and response process. Across the world
there are differing sites/platforms to help and this work flow includes some examples for China that should be useful.
RESOURCESSinoTech GroupsSIP : Enterprise
Use a variety of listening tools.They can give real- time reports on what’s said about your brand,who is talking and the general tone (+ive/-ive etc.) Set clear monitoring objectives/ targets/parameters targets/parameters Set up ‘intelligent monitoring’ - quality vs quantity Accept that issues will be missed Refine over time Don’t discount your instincts; software has limitations software has limitations
POLICIES - already agreed PLANS - established and tested PLATFORMS - identified and integrated PEOPLE - trained POSTING - who is posting what & where
Google Alerts/ Trends Google search Bing SocialMention Wazzup Wikipedia Wikipedia Flickr Twitter Search Topsy Tweetscan Yelp
RESOURCESActivate a cross-functional team to speed up theprocess of: Information gathering and analysis Information production Information dissemination Engagement Inquiry management and response Management - Marketing - Communications - IT - Legal should be part of or linked to the team part of or linked to the team
Blog Google+ Twitter YouTube Facebook
Weibo Website Baidu Youku
RESOURCES Transparency : Disclose your connection to the brand.
Time : Take your time to create an accurate and relevant response.Tone : Respond in a tone that positively reflects your brand and their mission.
Influence : Focus on responding on the most active and relevant sites.
Sourcing : Cite your sources by including hyperlinks,images videos or other references.
SEO* Tactics*Search Engine Optimization
Google AdwordsGoogle InsightsGoogle TrendsGoogle Analytics
Yandex Rakuten Baidu Weibo
RESOURCESUse SEO tactics (yes, even whenbad news strikes) and measure-ment tools to understand howinformation flowed.Identify improvementsRemember: search enginepreference differs bycountry
Use SEO and measurement toolsto understand info flow.Identify gaptsSet clear targets/objectivesCommunicate learningsRecalibrate your 5 P’s
Monitor the sitefor relevantinformation andcomments.
www.digitaljungle.com.cn
